How to Write Content That Sells

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There are a number of marketing strategies that can make your content stand out from the crowd. Knowing what works in content writing can help create effective and engaging pieces for any business looking to market themselves.

The “how to create content for a product” is a blog post that discusses how to write and publish content that sells. The article covers topics such as the importance of creating quality content, writing for your audience, and knowing your target market.

How to Write Content That Sells

Ultimate Guide to SEO Copywriting: How to Write Content That Sells

Do you hear what I’m saying?


Because you haven’t invested in copywriting, your figurative cash register is ringing.

Would you want to hear that register sing? Your first step is right in front of you.

For more customers, more money, and more possibilities, start with this thorough crash course in copywriting. 

Let’s get started writing.

How to Make the Most of This Copywriting Guide

This course will walk you through the process of leveraging words on a page to increase sales.

Read it right now and save it for later.

What Is Copywriting, Exactly?

Let’s begin by defining what copywriting isn’t.

It’s not a novel, a blog article, or even a clever Instagram caption.

Writing is what sells.

It’s copy written to persuade customers to do a certain action. When done correctly, it encourages people to purchase, subscribe, or opt-in to your company’s offer.

Customer browsing tech products with copy featured at the top of the page

Customer looking at technology items, with content prominently displayed at the top of the page

Persuasive writing is a skill that takes years to acquire and involves a lot of behind-the-scenes labor. We’ll go into these specifics later, but for now, keep in mind that effective copywriting:

  • Clicks are generated.
  • Makes you want to “add to cart”
  • It emphasizes the importance of problem-solving goods and services.

Copywriting Styles

Copywriting may be found in any of the following places.

  • Copy for a website (homepages, side pages, etc.)
  • Advertisements (digital, print, social media)
  • Pages dedicated to sales
  • Campaigns for email marketing
  • Landing Pages are a kind of web page that is used
  • Calls-to-action

What are the similarities and differences between these items? Their goal is obvious – and it’s always to get the reader to the next step in the sales process.

The customer may not even know they’re being sold until they’ve clicked the purchase button in the greatest kinds of copywriting.

But here’s the thing: there’s a catch.

Copy is more than just words on a page. It takes years to develop copywriting as a professional communication talent.

However, if you want to increase sales or user conversions, it’s definitely worth the cost.

Example of a vintage advertisement for matches that uses persuasive copy

An example of a convincing text in a vintage match commercial.

What’s the Difference Between Copywriting, Content Writing, and Content Marketing?

There are three primary stakeholders when it comes to marketing and writing. Don’t be fooled by the jargon; the distinctions between each form of writing are significant.

  • Persuasive, inspiring, or motivating literature that pushes prospective buyers and consumers to complete a transaction.
  • Content writing is a term that refers to a variety of written formats on the web, such as blogs, infographics, eBooks, and more.
  • Material marketing is a broad term that refers to a plan for leveraging content to promote a product or service. Different kinds of content, levels of testing, and useful KPIs should all be part of a comprehensive content marketing strategy.

Data on “Voice of the Customer” is difficult to come by.

The single most critical phase in the copywriting process is locating “voice of customer” data.

But what exactly is “voice of consumer” information? It’s really fairly straightforward.

The “voice of the customer” relates to the thoughts, feelings, and expectations of your ideal consumer. It’s what a consumer would say if they were discussing your goods to a friend or colleague behind closed doors.

As a copywriter, VOC data allows you to go into the mind of your target consumer. When you understand what the consumer wants and needs, you can write content that makes them want to click.

When it comes to copywriting, why do you need VOC data?

VOC data allows you to target particular pain spots and agitations. What are the problems that irritate your consumer, and what remedies might alleviate the annoyance?

This information also aids in the identification of “sticky” language that actually resonates. Copywriting isn’t fluff; it’s purposeful language that motivates people to take action.

You can better grasp the aim or result that your product helps the consumer reach if you have VOC data on hand. They’ll see themselves mirrored on the page if you use their voice in your material — by adding their ideas, concerns, agitations, and frustrations. You’ll be known as the brand that “understands” them. You’ll also be the brand people see as most capable of delivering their ideal condition, which is the antidote to the anxiety that your product or service addresses. You’ll be able to provide your consumer a “aha” moment.

Consider this famous commercial by John Caples:

“When I got down at the piano, everybody laughed – but when I began playing!”

John Caples Advertisement

Advertisement by John Caples

It’s a long cry from Google Ads’ keyword-heavy headlines, yet it’ll go down in history as one of the most effective newspaper ad campaigns ever.


It’s simple: it’s based on feeling. It delves into the target audience’s innermost needs – and anxieties. Everyone wants to prove their peers incorrect and is frightened of being laughed at. Caples’ title effectively encapsulated the story.

Every one of us has hidden emotional wants. The most successful copy appeals to those desires. Remember, we don’t purchase just on the basis of reasoning. We purchase with our hearts first, then with our heads.

And the best way to figure out what kinds of emotions and wants you need to tap into is to go directly to the source: your ideal consumer.

Fortunately, you don’t have to start from zero when it comes to VOC data. Here are a few methods for locating, using, and leveraging voice of customer data in order to improve copywriting.

Examine Mining

Customers are eager to give their opinions on goods and services. This material will feed your wordsmithing fire as a copywriter.

Copyhackers’ Joanna Wiebe, a go-to copywriting expert, suggests utilizing reviews to identify your ideal client and target group.

Don’t be afraid to speak out. Customer experiences and expectations may be found in abundance in public testimonials. These reviews may be seen in sites like:

  • Product reviews on Amazon
  • Threads on Reddit
  • Groups on Facebook

While you should always ensure that it is consistent with your overall brand message, don’t be hesitant to use some of the most intriguing words and phrases, or “sticky” language, from a select of the most lively reviews.

Customer Interviews and Surveys

You have two choices for obtaining direct feedback, depending on your client base and how closely you deal with specific consumers.

  • Surveys may be sent to a huge number of people at once, depending on the size of your mailing list or client list. Although some replies may be more general, surveys may provide useful information depending on how they are designed.
  • Interviews are more geared to individual clients and are more personal. The disadvantage is that interviews take longer. Choose this method if you have high-profile consumers or if you want specialized feedback.

In your copywriting, how do you use VOC data?

Don’t overlook the link between copywriting and customer data when it comes to copywriting. You’re not looking into this information for the sake of being nosy; you’re looking into it to create compelling sales copy.

This implies you should write in a manner that your clients can comprehend and connect to using VOC data.

For example, if you sell software and your target market is novice computer users, you don’t want to use complicated jargon or fancy vocabulary to persuade them to buy your product. They won’t understand what your text implies, and their perplexity will persuade them that your offer isn’t right for them.

In this case, VOC data would be used to meet clients where they are on their technological journey.

Use terms from their competitor’s product reviews in your writing. Overcome some of their most difficult challenges and difficulties. Empathize with their expectations while downloading or purchasing a new product.

Simple Steps to Convert More Readers using Copywriting Formulas

Here’s some good news: outstanding copywriting seldom begins with a blank page.

To make the process easier, some of the greatest in the business use tried-and-true copywriting formulae. This provides formulae for various text places on websites, advertising, and emails, among other things.

Formulas for Headlines

Your copywriting’s headlines may make or break it. What is the reason behind this? Expert copywriters estimate that up to five times as many people read the headline as the body material.

The eye-catching items at the top of a page or section are called headlines. They explain why visitors should care enough to keep scrolling and what the page’s main aim is.

Copywriters place a lot of emphasis on the ability to produce compelling headlines. While part of the pressure is justified, there’s no need to start from scratch.

Copyhackers, a pioneer in professional marketing writing, provides a few typical headline formulae for maximum effect. For ideas, look at the following templates:

  • Although a rival [does this unfavorable thing], [your brand name] [does this really desired item].

For example, while Pepsi’s bubbles fade, Coke’s continue to dance.

  • [Service Name] is a [service category] that provides [awesome results for end users or decision-makers] while avoiding [typical objections, pain points, or worry].

The Cloud, for example, is a virtual file cabinet that provides endless storage for everything — without the need to remember where you placed it.

  • [Your brand name] is [product category] that [statement of advantage not available elsewhere] for [target client] who [statement of need or opportunity].

For example, for athletes who don’t want to spend money on several shoes, Nobull is a shoe that combines trainers and runners into one.

  • When [unexpected thing], they all [performed this unpleasant thing], but then [ideal outcome of employing unexpected thing]!

Ex. When he sat down at the piano, they all laughed, but then he began to play!

  • You’re sick of [objection, discomfort, or worry], yet you want [desired result]. So now is the moment for you to meet [your product name].

Ex. You’re sick of juggling bank accounts, credit cards, and budgeting, yet you need to stay on top of your finances. It’s about time you meet Mint.

Notice how the writer uses emotive language and future situations to illustrate what the customer wants or is losing out on right now in each of these cases.

Formulas for Websites in General

Let’s speak about web page text now that you know how to write a great headline.

Full web pages, on the whole, provide the reader or potential buyer more content and body material. It’s critical to keep readers engaged until the very end of the page.

You may do this by using one of two widely used copywriting formulas: PAS and AIDA.


PAS is a basic sales formula that is noted for its excellent conversion rates and ability to persuade prospects to act. The letters are an abbreviation used to define each step in the formula, as they are in many other formulae.

  • P (Problem) – Describe in detail the issue that your potential consumer or client is having. What stage of their trip are they on now?
  • A (Agitation) – This is where you have to put in a lot of effort. To make your argument, use vivid visuals and details. Their issue is significant, and they need immediate attention.
  • S – (Solution) – (Solution) – (Solution) Your remedy should resolve the issue while also calming the anxiety. It should be obvious how the dots link to complete the circle and solve the issue. The buyer should be able to breathe a sigh of relief, knowing that they’ve finally found the solution to their problem.

PAS has several versions, and copywriters constantly add their own twist on the core formula. To touch the proper nerves in your target market, don’t be hesitant to employ your own creativity, brand message, or consumer research.


AIDA is a well-known copywriting formula with several variants and subtleties. However, there’s a reason why authors go for the original concept: it works.

The abbreviation is as follows:

  • A (Attention) – We are constantly assaulted with material as readers and clients. To get someone’s attention, you must elicit intense curiosity. This phase is dependent on your ability to understand your consumer and how effectively to “disrupt” their daily routine.
  • I (Interest) – Now that you’ve got their attention, you need to give them something to chew on. Introduce fresh notions and ideas to get them thinking about what might be.
  • Desire (D) – What are the true desires of your target market? You’ll need to dangle the proverbial carrot in front of their nose at this phase. Their minds and hearts should be prepared to accept your offer.
  • What do you want the customer to do next? A (Action) Don’t leave them in the dark. Specify the particular action you want your audience to perform once they connect with your material, no matter how basic it may appear.

The AIDA Formula in Action

In Action: The AIDA Formula

As copywriters, the AIDA formula reminds us that we must get to the core of the subject.

Understanding who your consumer is and what makes them tick will help you to generate better, more focused content, regardless of how well-proven your approach is or how many times a given formula has worked in the past.

Extra Copywriting Advice

You need more than a “plug and play” solution, even if you have formulae in your copywriting toolbox. There are a few things to remember in order to maximize conversion every time.

Write a Letter to One Reader (And Only One)

Always write as though you’re speaking to one person and one person only as a copywriter. Remember that attempting to write for everyone will result in no one being persuaded.

Throughout your content, use the term “you” often. This provides a personal touch and makes the reader feel and experience your words as if they were written just for them.

You may try out several variations of this strategy, such as substituting the initial word of each phrase with “you.” This strategy will give you a decent notion of how “you”-focused your text is and enable you to make adjustments as required in future iterations.

Reminders for Strong Calls to Action

Each web page, email, advertising, or other piece of content should only have one goal in the realm of copywriting.

Don’t overcrowd your material or make your readers confused by asking them to undertake many tasks. After the initial step, they’re likely to halt or get disoriented.

Make the logical next step or action the focal point of your page as a copywriter. The whole purpose of the page is to entice the reader to take the following step.

That’s where your strong call to action comes in.

Here, resist the impulse to employ flamboyant words. You’re not attempting to impress at this point; instead, you’re attempting to convert. You only need to mention “Enter Your Email” if the following step is “Enter Your Email.”

However, don’t overlook the importance of wording in your CTA. This is another chance to elicit desire.

As a general rule, while writing CTAs, attempt to respond to the line “I want to…” or “I want you to…” If I wanted you to download this article, for example, you may say to yourself, “I want to learn how to make money with words.” “Learn How to Make Money With Words,” would be my CTA.

When at all possible, avoid using friction terms. Anything that suggests labour will make your buyer hesitate to click. “Submit,” “purchase,” “sign up,” and “complete” are among the terms on the list.

Copywriting Techniques for More Effective Persuasion

Despite the fact that persuasion is an important aspect of copywriting, the skill to convince does not always come effortlessly. Experienced copywriters are always honing their persuasion skills and fine-tuning their approaches.

Have you yet reached the pinnacle of persuasion? There is no need to be concerned.

There are established concepts that work to influence your audience and persuade potential consumers to take action, according to copywriting pioneers.

The 6 Persuasion Principles of Cialdini

Dr. Robert Cialdini is an Arizona State University Professor Emeritus of Psychology and Marketing.

Dr. Cialdini outlines six main concepts that will help you level up your copywriting by including psychological triggers, based on his years of research into human behavior as it applies to marketing and purchase decisions:

  1. Reciprocity – This concept states that most individuals will respond in reaction to reciprocal behavior. In terms of business copywriting, this implies that if you give a free piece of content, prospects are more inclined to trade their contact information in return for what you’re delivering.
  2. Limited-time offers and special discounts pique the interest of buyers. If there’s a chance they won’t be able to obtain anything in the future, there’s a pressing need to act now.
  3. Remember to write as though you’re an expert in whatever you create, provide, or sell while you’re writing content. People prefer to purchase from authority they can trust rather than from inexperienced merchants.
  4. Consistency – Humans are creatures of habit. This is especially true, according to Cialdini, when it comes to persuading clients to purchase. You may urge your customers to make the same sort of commitment or give them a comparable offer so that they remember and act on a previous experience.
  5. Many customers enjoy and trust individuals who are similar to them, whether we like it or not. This theory suggests that if you’re a copywriter who understands your target audience, you should talk in the tone and style that they like.
  6. Customers like knowing that others have gone before them and that the majority of people are in favor of a product or service. Use testimonials, reviews, case studies, and other positive comments to create content. While you should never fabricate consensus, you should be proactive in seeking out and using positive experiences.

Try using one or more of Dr. Cialdini’s ideas the next time you sit down to develop captivating content.

Editing: Keep it Simple and Clear

Don’t worry if you’re a beginner copywriter afraid about not being innovative enough to make the cut.

Keep in mind that your aim and clarity are two of the most critical parts of copywriting.

What exactly does it imply? Regardless matter how inventive you are, you must ensure that your message is readily seen on the page and communicated to your audience.

Headings and subheadings should be saved for creativity, which might include wordplay or a caustic or funny tone.

Whatever kind of project you’re working on, it’s critical to spend time editing for brevity and clarity. To get a head start, look to one of the most well-known writers of all time, Earnest Hemingway.

The Writing Rules of Ernest Hemingway

Ernest Hemingway is regarded as one of the finest American authors of all time, and he adhered to four fundamental writing guidelines.

Fortunately for us, such guidelines apply to the copywriting process as well.

  1. Short sentences are preferred. Hemingway’s journalistic approach aided his career considerably. This style, which dispensed with the previous generation’s ponderous and drawn-out text, changed the literary world. Short sentences are more engaging and easy to read.
  2. Short paragraphs are best. Hemingway was ahead of his time in forecasting human attention spans, despite without having access to digital and internet media. Short, brief, and accessible language is more likely to be read by humans.
  3. Make use of “aggressive” English. Hemingway’s zeal sprang from his interest for his themes, and he urged other authors to share his enthusiasm. Surprisingly, this is almost never the result of a first draft. Hemingway believed in revising and editing to bring forth his actual passion and emphasis.
  4. Maintain an optimistic attitude. Hemingway understood that readers (and potential consumers) are more interested in learning what something is than what it isn’t. For copywriters, this entails presenting your product or service in the best possible light. When something may be described as “budget-friendly” or “economical,” don’t call it “cheap.”

Does it seem to be straightforward? Let’s look at what Hemingway taught authors about the editing process in more detail.

The Editing Rules of Ernest Hemingway

Hemingway had a natural talent for writing, but that doesn’t mean he didn’t work hard to improve his talents. Hemingway, in reality, believed in revising one’s work after the initial draft was completed.

So, how does this affect copywriters? That is to say, although you should not be afraid to write your first draft, you should always go back and revise it carefully.

The following are Hemingway’s editing guidelines that copywriters may still utilize today.

  • Brevity: When editing, delete many words that may be replaced with a single word. Hemingway preferred succinct, impactful phrases above fluff that drew the reader’s attention away from the content.
  • Clarity: Be assertive, but not obnoxious. Use the editing procedure to fix any discrepancies or terms that might cause a prospective consumer to get confused. Prospective purchasers who are forced to go elsewhere for answers may not return.
  • Simplicity: Whenever possible, the editing process should result in simplicity. Simplicity wins the day, whether it’s in the form of shorter phrases, better paragraphs, or fewer perplexing headlines.

Putting Everything Together

When you understand the foundations of copywriting, you’ll be able to take on a range of tasks and help organizations achieve their growth objectives.

Finally, here’s a rundown of the procedures you should follow when producing effective content.

  1. Begin by doing consumer research. Knowing who your consumer is, where they are today, and what they want will help your content stand out. Always devote time to learning about your consumer, audience, and market.
  2. Choose the most appropriate formula for the material you’re producing. Body text is not the same as headlines, and vice versa. Each kind of text on a page requires a unique strategy. Fortunately, there are proven copywriting formulae that back you up and give a roadmap for writing success.
  3. Include a step-by-step plan for the following phase (CTA). One of the most important laws of copywriting is to never leave your reader wondering. It’s time to seal the sale with a persuasive call to action. Always let your consumer know what exact action to do next, whether it’s leaving an email, signing up for a webinar, or beginning a free trial.
  4. Wherever possible, include persuasive concepts. Copywriting differs from conventional content writing in that it uses the power of persuasion. Persuasive methods might take years to perfect, but novices can get a head start using tried-and-true persuasion approaches.
  5. Edit in the style of Ernest Hemingway. By following in Hemingway’s footsteps, you may achieve copywriting success. Write with force, but keep it simple. Get your first ideas down on paper, but don’t be afraid to revise them afterwards.

Most Commonly Asked Questions

To rapidly summarize the ideas made in this post, we’ve produced a list of the most often asked copywriting questions.

What is copywriting, exactly?

Copywriting is a persuasion-oriented style of writing for companies. Copywriting is often used in marketing and sales to educate potential consumers about a product or service with the objective of increasing conversions or new sales.

Which companies make use of copywriting?

Copywriting tactics are used in a variety of sectors. Persuasive content is a prominent strategy in business-to-business (B2B) marketing, although it may be used by any company that serves to clients. This implies that the opportunities for copywriters are practically limitless.

What are some of the benefits of copywriting?

Including copywriting in your marketing plan has various advantages. Not only can copywriting help you improve your brand message, but it can also help you make an emotional connection with your target audience. Search engine optimization (SEO), sales conversions, and obtaining data about your target consumer are among the other benefits.

What does SEO copywriting entail?

The concepts of SEO copywriting are similar to those of ordinary copywriting, with one major exception: the capacity to rank well in search engines. SEO copywriters create material that enables firms to appear in more organic searches at a greater rate by combining search engine strategy and keyword analysis.

What steps do I need to take to become a copywriter?

There are a variety of routes to take if you wish to work as a copywriter. While you should start with some basic study and training or preparation, you may also get started straight away. Full-time marketing employment, marketing firms, and freelancers or independent consultants are all viable options for copywriters.

Last but not least, write your way to copywriting success.

Copywriting, like any other professional talent, takes time to master. Many copywriters spend years polishing their skills, working with a variety of firms and clients, and writing for a variety of target audiences.

Copywriters may improve their persuasive skills by accumulating this experience. But what’s the greatest approach to learn how to write excellent copy? Is simple to begin writing.

We urge you to explore the vast collection of articles and tools at Ignite Visibility, no matter where you are in your copywriting journey. Our digital marketing community is brimming with experienced marketers, writers, and industry experts who can assist you in visualizing your path to copywriting success. Let’s get this party started…together!

The “article writing tutorial” is a set of instructions that will teach you how to write content that sells.

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